Apple chief executive defends artificial intelligence strategy in new interview

Apple chief executive officer John Ternus has defended the company's strategy regarding artificial intelligence in an interview with Wired, TechCrunch reported. Ternus stated that Apple will leverage the technology in new products, but added that the company does not want to ship artificial intelligence features just for the sake of doing so, according to TechCrunch and Mezha.net. [1][4][5]

Critics have often described Apple as lagging behind competitors in artificial intelligence over the past two years, TechCrunch reported. The company delayed the rollout of an upgraded, more powerful version of its Siri digital assistant, which was eventually released in the summer of 2026. [1]

Ternus, a long-time Apple executive, officially became chief executive officer at the beginning of September 2026. He replaced Tim Cook, who served as chief executive officer from August 2011 until August 2026 before transitioning to the role of executive chairman of Apple on September 1, 2026. [1][7]

Ternus acknowledged the public debate surrounding Apple's position but expressed confidence in the current strategy, TechCrunch reported. He stated that when Apple executes its technology plans correctly, users will not have to think about the underlying systems. [1]